Overview
Client: The Grove x Everyman
Role: Art Direction, Experiential Design
Year: 2024
Scope: Event identity, spatial design, motion, print, digital
Role: Art Direction, Experiential Design
Year: 2024
Scope: Event identity, spatial design, motion, print, digital
Outcome
A fully reimagined event identity that elevated Everyman at The Grove into a vibrant, immersive summer cinema experience.
The Brief
Everyman at The Grove is a premium outdoor cinema event set within an iconic hotel and landscape. After experiencing the event first-hand, there was an opportunity to refine its creative identity - bringing more warmth, vibrancy, and sophistication to better reflect the setting and elevate the guest experience.
The Idea
The creative direction was bold, summery, and celebratory - designed to feel curated rather than temporary. The aim was to create an experience that felt cinematic from arrival to closing credits, with every detail contributing to a cohesive atmosphere.
The identity leaned into colour, texture, and tone, balancing elegance with joy.
The Work
Working closely with the hotel team, event managers, set designers, landscape artists, and external collaborators, I led the creative direction across the entire experience, including:
Spatial and environmental design, screen and bar branding, animated holding slides, menus, invitations, and printed materials, digital and web assets
Details were considered at every level - from plant selection and ambient lighting to opening night programming (Some Like It Hot) and a bespoke mural created in collaboration with a local artist, extending the identity seamlessly across the physical space.
The Impact
The refreshed identity transformed Everyman at The Grove into a visually rich, immersive summer cinema experience. The artwork and environmental design were experienced by tens of thousands of guests, while the identity also featured in the Everyman trailer reel for 4–5 months of the year, reaching hundreds of thousands of viewers beyond the event itself and many more on socials.
By tying spatial, printed, digital, and motion assets into a cohesive system, the campaign elevated Everyman’s premium positioning and reinforced its ability to deliver immersive, design-led events in iconic locations.